Entrepreneur world is closely connected with trade business, either in small scale or in global. The current business trend is online purchasing/retailing or e-commerce that plays a significant role in facing the global challenge and to compete in international market. It’s almost impossible for one website to stay in constant rule regarding the fact that costumers’ powers is increasing.
One of many websites in Indonesia that provide e-commerce is KASKUS, which has eventually grown into a gigantic website in Indonesian cyber market. The truth is, there’s no particular action to lead to achieving big success in market competition; however it’s very crucial to understand the necessities of costumers. Company should focus on consumer instead of products. Ingrid Feclikovaa mentioned that consumer’s satisfaction will lead to benefits and service quality is the key factor, especially in online trading.
We need a method to acknowledge what service tools that become the necessity of costumer and to measure the performance of that tool, that method is ServQual and Importance Satisfaction Analysis. With this ServQual method, we may measure the service quality through gap score, that is the gap between expectation and perception, in this case the needs and satisfaction. In the other hand, Importance Satisfaction Analysis is used to analyze the quality of the service thus we may work on the tool that’s not satisfying the customers.
Based on the research, it is known that almost all 50 tools of service is still below its importance value, which is seen from the negative gap score. Based on the Importance Satisfaction Analysis, there are 7 service tools that’s put in the A quadrant (main priority), which means the priority to be corrected.
Data processing result shows that costumers aren’t satisfied with service quality from online trading. Some service quality that need to be corrected are: links and emails for question and suggestion service may be done in 24 hours, feedbacks to measure costumers’ satisfaction, availability information in each page, and delivery confirmation details. |